Rewards to replace risk in its ads as the army goes headhunting
It couldn't have been at a more appropriate time. Even as Indian soldiers are locked in a grim battle to rid Kargil of Pakistani infiltrators, the Indian Army has planned a second communication campaign with Hindustan Thompson Associates (hta) to lure youngsters into joining the army as commissioned officers. The Rs 8-crore contract, which was to be signed in May and got delayed because of the army's commitment in Kargil, is expected to be signed now by the end of this month.
'There are certain pending clearances from the law ministry, but, hopefully, we should be able to break the campaign by the end of July,' Colonel Jitender Singh, director (recruitment-publicity), told Outlook. According to Colonel Singh, while the first round of campaign from hta last year revolved around the central theme of challenge (and used one-liners like Do you have it in you? and An officer for five years & a gentleman for life), the new campaign will focus on the army lifestyle and what it could offer to youngsters seeking to join the forces.
'We would be talking more of the promises than of the tensions which people are anyway aware of. The basic idea would be to make the parents and their children understand the importance of joining the army, even if it means choosing the job against one that offers huge salaries,' says Colonel Singh. The officer adds: 'Unlike last year's campaign that talked more of the Short Service Commission, the new round of advertisements would revolve around all branches of the Indian army.'
Colonel Singh, however, declines comment on the reported estimated shortfall of 13,500 junior officers in the Army and the impact of the first campaign. 'The issue is not of a shortfall, it's of getting the right kind of people with a sound academic background and leadership qualities,' says he.
Agrees Bindu Sethi, senior vice-president and strategic planning director, hta: 'To me, it seems this whole issue of security of life somewhat appears much more relevant today. As a result, we need to take a relook at the campaigns and drive home the message that joining the army is not an act of misplaced heroism.' According to Sethi, the fresh campaign would also try to remove a lot of dated imagery that continues in the minds of parents till date about the quality of life in the Services. Interestingly, hta,which had handled the army's previous recruitment campaign sometime last year,had also commissioned the market research agency, Talyor Nelson Sofres mode, to conduct an extensive research on the effectiveness of such campaigns on both parents and students.
'I think the issues have to be handled very, very carefully. Our research indicates that the Indian job market and preferences of students are increasingly becoming very materialistic-oriented. And rightly so. Therefore, what we need is to seriously develop and work around focal themes like national pride and remove this dated imagery about the services from the minds of those who ensure sound educational background for their children. Only then will a career in the Indian army stand out equally well in comparison with that in a software company,' says Sethi.
He further says the research conducted by the agency also showed that a large number of parents had extremely positive feelings about the role played by the army and, occasionally, considered it a Services Commission as the best career option for their wards. 'What these parents require is a sustained communication process that helps them take this crucial decision of whether the army is the right place for their children.'
According to Lieutenant General (retd) Ashok Mehta, such ad campaigns need not be linked to the present volatile situation in Kargil, but it could actually get the desired results for the army, especially because the mood now is extremely patriotic and many are strongly expressing their opinion in favour of the armed forces. 'The nation's educated and affluent youth can always opt for a career in the armed forces, provided such campaigns actually make a correct comparison, both in terms of lifestyle as well as monetary benefits,' Mehta told Outlook. 'Campaigns like these are just one small process for recruitments in the army. And those handling the campaign need to think of a two-track incentive,recognition and respect, and salaries and perks. And it would be good if the emphasis is more on the latter,' Mehta said.